Vivo, which is another Chinese brand, is currently positioned at the third spot in terms of market share in the Indian smartphone market with different market research firms giving it anything between 6% and 8% market share in their reports. Vivo in Q4 2017 has a 10% market share and is followed by Oppo with 8% and Lenovo with 7% market share.

This growth in its market share has been mainly due to the sales of its phones in the below- Rs.15,000 market.

However Vivo is now in the process of lifting its brand image – from a mid-segment smartphone player to a premium one, which is reflected in the products that they are trying to push in the market, distribution strategy, etc. It tasted success in the Vivo V7+ smartphone launched last year which was positioned in the below-Rs.20,000-Rs.25,000 price segment. It has recently appointed Amir Khan as its brand ambassador replacing Ranveer Singh which experts believe is an indication that the brand will target slightly premium segment with slightly older audience in mind. The recent launch of Vivo V9 and the expected launch of phones are based on the APEX concept that it showcased during MWC.